The Business of Brands / Edition 1

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Overview

‘Brands are moving to the centre of business. Top managementneed to understand how to manage the potential of brands –and this book will help.’  Sir Niall FitzGerald,Chairman of Reuters (former Chairman of Unilever)

‘I do not believe there is a successful company left inthe world that seriously questions the importance of brands –but to manage brands profitably means accepting their complexity.For those of us who continue to grapple with these complexities,this book offers welcome new insights and case-basedguidance.’  Sir Martin Sorrell, Chairman of WPP Groupplc

‘This book organises the best thinking on brands fromaround the world. It helps readers understand the power of brandsand guides them on how to make the case for brandinvestment.’  Professor John Quelch, Associate Dean ofHarvard Business School

‘Brands play a vital role in business – by settingexpectations, motivating employees, attracting talent,strengthening relationships, and by building emotional bonds withconsumers. As this book demonstrates, everybody is in the businessof brands.’  Shelly Lazarus, Chairman and ChiefExecutive, Ogilvy & Mather Worldwide

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Editorial Reviews

From the Publisher
“…would make an ideal gift for anyone interested inmarketing and the management of brands…” (Campaign,10th December 2004)

“…helps gain sight of what brands are really for ina business context…brings clarity, simplicity and brevity tothe subject...” (Brand Strategy, March 2005)

'Brands are moving to the centre of business. Top managementneed to understand how to manage the potential of brands and thisbook will help.'—Sir Niall FitzGerald, Chairman of Reuters (formerChairman of Unilever)

'I do not believe there is a successful company left in theworld that seriously questions the importance of brands but tomanage brands profitably means accepting their complexity. Forthose of us who continue to grapple with these complexities, thisbook offers welcome new insights and case-based guidance.'—SirMartin Sorrell, Chairman of WPP Group plc

'This book organises the best thinking on brands from around theworld. It helps readers understand the power of brands and guidesthem on how to make the case for brand investment.'—Professor JohnQuelch, Associate Dean of Harvard Business School

'Brands play a vital role in business by setting expectations,motivating employees, attracting talent, strengtheningrelationships, and by building emotional bonds with consumers. Asthis book demonstrates, everybody is in the business ofbrands.'—Shelly Lazarus, Chairman and Chief Executive, Ogilvy& Mather Worldwide"

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Product Details

  • ISBN-13: 9780470862599
  • Publisher: Wiley
  • Publication date: 10/28/2004
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 286
  • Product dimensions: 5.90 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Jon Miller is a Planner at Ogilvy, providing strategicdirection to many of the agency’s key brands (includingUnilever, Nestlé, Ford, IBM and American Express). Prior tojoining Ogilvy he worked as an independent consultant for a broadrange of clients and industry sectors including Virgin Atlantic,Subaru, United International Pictures and Shell. His work has beenpublished in AdMap, Marketing Week, Wired andStrategies in Europe. After graduating in Philosophy fromKing’s College London he took an MSc in ArtificialIntelligence.

David Muir is the Group Development Director for Ogilvyin the UK. He has worked on a variety of Ogilvy business from KJSto First Choice Holidays, and developed a variety of researchprojects. His work has appeared in The Financial Times,The Guardian, Marketing and Marketing Week,and he has appeared regularly on the Today programme. He holds afirst-class MA in Politics and Economics from the University ofGlasgow, and an MBA with Distinction from London BusinessSchool.

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Table of Contents

Foreword.

Why This Book was Written.

The Six-Minute Read.

PART I: BRANDS AND BUSINESS.

1. What is a Brand?

2. Brand Strategy is Business Strategy.

3. Brands in the Boardroom.

PART II: SOURCES OF BUSINESS VALUE.

4. Strong Brands can Command Market Share.

5. Strong Brands Create Barriers to Entry for Competitors.

6. Strong Brands can Launch Successful Extensions.

7. Strong, Well-Defined Brands Find it Easier to Enter NewMarkets.

8. Strong Brands can Attract and Retain Talent.

9. Strong Brands have Lower Price Elasticity.

10. Strong Brands can Command a Premium.

11. Strong Brands can Deal with Market Disruption.

12. Strong Brands have More Loyalty.

13. Strong Brands are a Store of Trust.

14. Strong Brands Stimulate Innovation.

PART III: STRATEGIC BRAND PLANNING.

15. Defining the Market.

16. Strategic Challenges.

17. Launch.

18. Challenge.

19. Maintain.

20. Revitalise.

21. Re-brand.

22. Acquire.

PART IV: BRAND BIOGRAPHIES.

23. American Express.

24. Ben & Jerry's.

25. Def Jam.

26. IBM.

27. Dove.

28. BP.

29. The Economist.

PART V: MEASUREMENT AND VALUATION.

30. Understanding Brand Strength.

31. Understanding Brand Value.

32. Brand Measurement and Business Performance.

33. Building Strong Brands.

Conclusion.

Index.

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